A cool, street-ready yet high end label with cult-like appeal needs a cool, street-ready yet high end ad campaign to drive home its philosophies. It’s that alignment of qualities that stands out when it comes to Rag & Bone’s ‘DIY Project.’ Each segment of the campaign stars a high profile model, and yet manages to cast off all the polish and glamour you might expect; replacing it with a rawness, an authenticity, in every shot.

Just how did they achieve this? The DIY Project gives the models creative freedom over their own campaigns. It’s a glimpse into the models’ lives, from Abbey Lee Kershaw shaving her legs in the sink to Sasha Pivovarova at the petrol pump, there’s a mundane yet intriguing voyeurism that happens when you give a model a camera and tell her to shoot herself.

Click the thumbnails for full pictures:

For a September installment Carolyn Murphy takes the Rag & Bone camera outdoors and to the beach. Again it’s an intimate portrait that connects with the viewer far more than the typical staged beach shoot would.

Wearing denim, knits and tees from Rag & Bone‘s fall 2011 collection, you can view all of Carolyn Murphy’s self-styled and self-photographed campaign by clicking on the thumbnails above.